TBWA\Chiat\Day New York restructures strategy team to meet evolving client needs

TBWA recruits key additions to strategy team, building n digital strategy and community management talent

Dec 12, 2013, 12:25 ET from TBWA Worldwide

NEW YORK, Dec. 12, 2013 /PRNewswire/ -- TBWA\Chiat\Day New York is restructuring and recruiting to its strategy team, solidifying digital at the heart of daily brand planning and building for future client needs.

The agency is focusing on further broadening the role of the strategist to include search, social and digital media proficiencies and to essentially, bridge traditional strategy and digital strategy.

The new team hires include:

Jared Cohen, Senior Digital Strategist, who brings with him client-side experience as Global Digital Manager for Samsung Electronics. Jared's expertise lies in analytics, insight and inclusion. Jared is also known for his entrepreneurial vision that comes from his background in Internet radio content production.

Nicole Hering, Brand Strategist, formerly of digital agency 360i, was a strategist for Downy, Kraft Cheese and NBC Universal.

Dakota Green, Planner, was a former Strategist at Woods Witt Dealy & Sons where he helped start the department and worked across all of their clients (Hickory Farms, Duracell Powermat, Cheerwine, Jam Bluetooth Speaker, Le Mystere (bra), Cuddl Duds (leggings), and PURE Insurance.

Building on TBWA's social community center are the following new recruits:

Gabriela Colletta, Social Community Manager on brands including Planter's Mr Peanut and the Michelin Man. Gabriela moved from TBWA Worldwide where she worked at the heart of strategic thought leadership in the Disruption Works hub.

Darren Nesbitt, Social Community Manager, previously helmed community management at Avrett Free Ginsberg (&AFG) on accounts like Clear Eyes, Dramamin, BC Headache Powder and Just Bloom Box. Alongside Darren, Eri Miyagi and Marise Lim, from Pratt Institute, join as Designers.

The social community center will work closely with Chicago's TBWA\Engage analytics and search team in the ongoing battle for brand behavior and social dialogue on a large-scale.

Ed Castillo, Head of Strategy, commented "We're attracting planners for whom digital and technology are instincts, not reflections. We don't want our process to require a digital strategic bolt-on."

Aki Spicer, Director of Digital Strategy, added "The AOR's role, today, demands high digital and social leadership, even when the client may have digital agencies in their mix. Terms like 'content factory' and 'responsiveness' and 'always on' have become daily asks in the boardroom, and we're now armed to steward our brands and ideas through this new landscape."

Castillo added: "We're finding it important to install very strategic-minded people who can see the bigger brand picture, even as they may craft the tiny technicalities of tweets and pins. Getting it right in social is both an executional challenge (speed, accuracy, analytics) as well as a matter of creative finesse (voice, tone, brief alignment). We're careful to get the right balance."

About TBWA
TBWA\Chiat\Day NY is the New York based office of TBWA Worldwide. TBWA Worldwide (www.tbwa.com) creates Disruptive Ideas expressed through Media Arts for global clients, including ABSOLUT, Accenture, adidas, Apple, Energizer, Four Seasons, GSK, Henkel, Infiniti, McDonald's, Michelin, Nissan, Pernod Ricard, Pfizer, Roche, Standard Chartered Bank and Singapore Airlines. TBWA is ranked as a Top 10 worldwide advertising agency and was recognized by Advertising Age in 2010 as the "Best International Network of the Decade." TBWA has 274 offices in 100 countries and over 11,000 employees worldwide.

About Omnicom Group Inc.
TBWA is part of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

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